Kirk Quoted in WalletHub

Comments from marketing expert Colleen Kirk, D.P.S., associate professor in the School of Management, are featured in a WalletHub article about American Express credit cards and the strength of the American Express brand. In addition to providing insight on competitors’ advertising, Kirk helps to answer the question, “How strong is the American Express brand today, relative to the past?”

“Brand equity, a financial measure of the value of a brand, is an intangible asset, and for some companies, brand equity can represent the largest asset the firm owns. According to Interbrand, a leading brand valuation company, although American Express remains a leading global brand, the brand has been slipping in the rankings in recent years. For example, whereas the firm was ranked 15th in 2002, it slipped to 27th in 2022,” says Kirk.